There are so many different layers to Google AdWords that at times it can be overwhelming. That is why today I come bearing good news! The key to Google AdWords is not actually within Google AdWords, but is a combination of 3 elements that you can brainstorm even before you log in to the advertising platform.
The 3 keys that I have promised work very closely together. Like any team, on their own they can only do so much, but by working together they are able to form a cohesive unit that brings success to your online campaign.
Let’s break these 3 keys down:
1) Know What Your Customers Are Looking For
An internet search can be entered in many different ways. It can be a full question (Where do I find a red widget?). It can be a partial phrase or question (red widget Calgary). Or it can be an audio question (Hey Suri, where can I find a red widget in Calgary?).
Whatever form these queries come in, you have to know what people are looking for and the keywords they are using to find it. Only then can you start to build your Ads and Keywords to take advantage of this search traffic.
Action – Take a piece of paper and a pen and brainstorm what product or service you a trying to sell and all of the different ways people may search for you online.
2) Create an Ad That Grabs Their Attention
You have a limited amount of characters on a search ad to grab people’s attention and entice them to click on your ad. That’s why you need to come up with a compelling headline that first makes people notice (Max: 25 characters), then follow that up with ad text that let’s people know that you can help them with their question or problem (Line 1: 35 characters. Line 2: 35 characters). Doing this is no small task, but once you get the hang of it you will be able to model other ads off this first one.
Action: Without logging into AdWords, sit down with another piece of paper and brainstorm eye-catching headlines and supporting text that will entice people to click on your ads.
3) Create a Landing Page That Solves a Problem
A lot of people create ads on AdWords that direct traffic back to their homepage. The fact of the matter is that the homepage is the last place you should be directing traffic.
People use Google Search to find answers to their questions or problems. Your ad should first tell people that you have the answer, and your landing page should then give them the answer.
Take the above example. If someone is searching for ‘red widget Calgary’ and they click on your ad, they should be taken to a landing page on your website that is specific to red widgets. If they are taken to a general widget page, or a page for yellow widgets, it’s more than likely that they will hit the back button and be counted as a ‘bounce’ in your analytics.
Action: Once your products & services are identified, work with your web development team to create eye-popping landing pages that will let visitors know that they have come to the right place.
Now Go Ahead and Log In to Google AdWords
Now that you have put some thought and action into these 3 elements of creating your ad you can now log in to Google AdWords. While you still have to learn to navigate through the tool, having the pre-work done will now make the process much clearer and easier to apply.
Products & Services = Campaigns & Ad Groups
Headlines & Ad Text = Ads
Landing Page = Ad URL
Search Terms = Keywords
It’s as easy as 1, 2, 3!